On April 19, the "High Quality, New Integration, and Strongest Voice - 2024 Government Affairs V Influence Conference" jointly sponsored by the Cyberspace Administration of the Anhui Provincial Party Committee and Weibo, and supported by the National Institute of Public Relations and Strategic Communication of Communication University of China, was held in Hefei, Anhui Province. Weibo CEO Wang Gaofei pointed out in his speech that all along, the construction of a network power has achieved remarkable results, and the government affairs microblog has kept up with the pace of the times, continued to innovate, and has cultivated multiple capabilities such as rapid response, topic setting, cross-border integration, and IP building. He said that the current domestic economic development ushered in an important opportunity, the state advocated the construction of new quality productivity in various places in the extensive practice, microblog actively play the advantages of social platforms, to accelerate the formation of new quality productivity to contribute to the "power of microblogging", of which government microblog is playing a role from three levels.
First of all, it is necessary to use the power of social media to promote high-quality social and economic development.
Wang Gaofei said that the development of new quality productivity is a process of promoting industrial upgrading in an all-round way, covering not only the innovation in the field of production and supply, but also the reform of marketing and publicity. With the accelerated integration and development of city brand building and the transformation of the cultural and tourism industry in the past two years, government microblog has gradually become the main network front for shaping the city's business card. Wang Gaofei said that in the past year, Weibo has cooperated deeply with government officials and mainstream media in many places, and successfully created a series of city brand IPs, from Zibo's "Rush to Bake" to Rongjiang's "Football Village Super", and then to Harbin's ice and snow culture, which exploded out of the circle at the end of the year. It not only injects new vitality into the city's brand building with the innovative expression of the Internet, but also injects new momentum into the regional economic development. ”
It is reported that in 2023, the "Beautiful Village" Basketball League (referred to as Village BA) and Football Super League (referred to as Village Super League) held in Qiandongnan Prefecture, Guizhou Province have attracted widespread attention on the Weibo platform. The discussion has made headlines and headlines many times, accumulating more than 20 billion views. The influence of the event has been further enhanced by releasing and @中国妇女报等政务微博的合作 with @中国agriculture, and promoting topics such as #Rongjiangcun Super Promotion Group on Weibo#.
At the same time, as a bridge for benign interaction between the government and the public, government microblog is also an important window for government departments to listen to public opinions and assist in decision-making. In Wang Gaofei's view, based on this unique positioning, the new media of government affairs continues to use data as the engine, integrates innovative thinking, accelerates the application of new quality productivity in government decision-making, and promotes a more scientific decision-making process.
During last year's May Day and this year's Spring Festival, Weibo, the Ministry of Agriculture and Rural Affairs, the Ministry of Culture and Tourism and other departments jointly launched an online questionnaire survey, and finally formed in-depth industry observation reports such as "Returning to the Hometown" and "2023 Company's Tourism Quality Report", recording the urban and rural changes, rural revitalization process and new trends in tourism development in the eyes of hundreds of millions of Weibo users, and providing data support and creative perspectives for the transformation of the rural cultural tourism industry with data-driven and innovative thinking results.
Second, create a new model of integrated development with diversified communication.
Wang Gaofei pointed out that the construction of new quality productivity is also a process of innovation ecology, and all parties in the field of communication need to work together to deepen content innovation and strengthen cross-industry integration and cooperation. To this end, in recent years, Government Affairs Weibo has continued to explore and practice diversified communication strategies: through cross-border cooperation with young people in fashion and beauty, intangible cultural heritage, audio-visual drama and other trendy fields, to help build a new pattern of integrated development.
Taking the "Weibo Culture Night" held with the strong support of the Propaganda Department of the Henan Provincial Party Committee as an example, more than 100 official microblogs in the field of government affairs, such as @国家博物馆, @天津博物馆 and @中国工美馆中国非遗馆, participated in the online publicity, showing the charm of Chinese culture in a variety of forms, and presenting a wonderful cultural feast together with cultural celebrities, museums, intangible cultural heritage people, scholars and big V in various fields. Recently, Weibo has joined hands with the Ministry of Culture and Tourism, the State Ethnic Affairs Commission, the All-China Women's Federation and other ministries and commissions to launch the #Rejuvenate Intangible Cultural Heritage Program#, in which dozens of intangible cultural heritage inheritors and more than 150 "intangible cultural heritage partners" have joined to jointly help the inheritance and development of traditional culture.
Last year, Weibo also joined hands with government officials in many fields such as platform politics and law, cultural museums, fire protection, medical care, state-owned central enterprises, etc., and cross-border linkage of more than 20 popular film and television dramas such as "Hurricane", "Let's Farm the Land", "The Wandering Earth", "Ask the Heart", etc., through the interpretation of the plot from the perspective of government affairs, telling the story behind the scenes, etc., to explore a new paradigm of circle-breaking communication combining government affairs and literature and art, and won positive responses from the majority of young netizens.
Third, lead the strongest voice with positive energy and build social consensus in the new era.
"The development of new quality productivity requires 'all walks of life to work together', give full play to the advantages of collective wisdom, and it is also necessary to build consensus and work together. "As the most influential social media platform in China, Weibo has been committed to helping the high-quality development of society, and 160,000 government microblogs continue to improve their operational capabilities, condensing social consensus and transmitting positive energy in major and small affairs.
Wang Gaofei said that with the continuous maturity of government microblogging, it has played a positive guiding role in the development of public opinion. By strengthening the guidance of open government affairs, the government affairs microblog disseminates the main theme to the public in a warm and down-to-earth way, narrowing the distance between the government and the people, and accelerating the cohesion of social consensus. The data shows that in 2023 alone, nearly 1,500 topics related to government affairs will be on the hot search, of which the number of fire officer micro hot searches will reach more than 400, effectively promoting the society's attention, learning and participation in fire protection.
At the same time, government microblogs have also been playing the role of linkers in emergency management. Last year, during the Beijing-Tianjin-Hebei rainstorm, Gansu earthquake and other sudden disasters, the government microblog further improved the emergency disaster response cooperation network to achieve rapid response. By linking government, media and social resources, we will open up information rescue channels to help disaster response and post-disaster reconstruction, and escort the high-quality operation of social governance. In 2023, the Beijing-Tianjin-Hebei region was affected by extremely heavy rainfall caused by typhoons, and from July 30 to August 10, more than 8,800 government officials posted information related to the heavy rainfall, fully demonstrating the value of Weibo in public services.
It is worth mentioning that in his speech, Wang Gaofei also shared the unique role played by government affairs microblog in enhancing international communication. In 2023, the government affairs microblog will closely follow the main theme, focus on major publicity topics such as the National People's Congress and the National People's Congress, the Chengdu Universiade, the "Belt and Road" International Cooperation Summit Forum and the Hangzhou Asian Games, carefully plan and report, create a public opinion atmosphere full of positive energy and high theme, and become an important platform for information dissemination and interaction with the international community.
Nowadays, government microblogs have been fully integrated into the daily work of the government, showing new quality productivity and efficiency from multiple dimensions such as open government affairs, government services, and social governance, and contributing to the comprehensive promotion of Chinese-style modernization. In the future, Weibo will always join hands with forces from all walks of life to contribute to building a new pattern of integrated communication, building social consensus, and playing the strongest voice of the times.